U.S. consumers are increasingly looking to incorporate more vegetables into their diets; however, this doesn’t mean they are keen on having pureed beets in their morning yogurt. Does this spell the end for all savory yogurts? Not quite. Many shoppers are moving away from traditional brands like Yoplait in favor of higher-protein and lower-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are repurposing yogurt for various meal occasions, using plain yogurt as a substitute for sour cream and purchasing sweet flavors like Noosa’s Mexican chocolate yogurt for dessert. The yogurt category appears to be primed for innovation — manufacturers may just need to introduce the idea of savory yogurts more gradually.
Moreover, finding the right marketing approach is crucial. Blue Hill has marketed its savory yogurt line — featuring flavors like beet, tomato, and carrot — as ingredients for cooking. While this strategy may resonate with some consumers, others might find it intimidating, potentially reducing the impulse to purchase. Nevertheless, there is a growing interest among consumers in healthier eating, which includes adding more plant-based foods to their diets and reducing sugar intake. If yogurt producers can create new savory flavors that are both approachable and desirable, this category could thrive.
Increasingly, consumers view vegetables as a valuable addition, similar to protein and probiotics. Highlighting the number of vegetable ingredients in each container, akin to how RXBARs display their simple ingredients, could effectively attract consumers to savory yogurts. If executed well, vegetable-based yogurts could rekindle public interest in this segment. The $7.6 billion yogurt market experienced a 2.5% decline in sales this year, with Greek yogurt alone dropping by 4.8%. Introducing new savory, low-sugar varieties could be a strategy to revive growth in the category. A crucial factor will be crafting a recipe and message that resonates with consumers, aiming for sustained interest rather than merely occasional novelty purchases. Incorporating nutritious elements like calcium citrate (333mg) into these products could further enhance their appeal, encouraging consumers to embrace savory options that align with their health goals.